Mobile at Heart Opportunities and Threats for the Youth Market. Janette C. Toral DigitalFilipino.com

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1 Mobile at Heart Opportunities and Threats for the Youth Market Janette C. Toral DigitalFilipino.com

2 The Philippines Mobile Phone Market 22 million cellphone users 92% to 95% are on prepaid subscription.

3 USER HABITS 20 text messages sent per day. Spends an average of P1037 per month

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15 2002 Age Group Mobile Phone User Habits

16 Mobile Phone User Habits 16 and below Nokia 3310 most popular mobile phone 60% Smart subscribers (40% - Globe) Average of 20 text messages a day.

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18 16 and below Top websites Yahoo Google MSN 33% are PC owners 50% go online primarily at Internet cafes.

19 Mobile Phone User Habits 17 to 20 Nokia 3210 most popular mobile phone 71% Smart subscribers 24% - Globe, 5% - Talk & Text Average of 21 text messages a day. Spends P640 on cellular payments. 100% prepaid.

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21 17 to 20 Top websites Yahoo Hotmail Google MTVAsia PinoyCentral.co m Yehey.com 50% are PC owners 52% access the Internet primarily from schools

22 Siemens Survey (12/2003) 59% of Filipinos would rather give up a day of surfing the internet and computer gaming than be without their mobile phones. More than half (54%) of Filipino cell phone users surveyed said they call or send text messages to their loved ones more than once a day. 77% start checking their phones constantly if they do not receive a call or text message (short message service) for a considerable period. Filipino cell phone users are less bothered about privacy, with 67% saying they do not have qualms about partners looking at their SMS messages

23 Siemens Survey (12/2003) Asians use their phones to plan their social lives something done by 53% of Filipinos, 43% of Malaysians and 63% of Chinese. Latest handsets 68% of users of India want the latest and most fashionable models, the percentages are lower for the rest. 29% in the Philippines, 17% in Hong Kong and 30% in Indonesia.

24 Siemens Survey (12/2003) PC vs. cellphone 42% would rather go for their mobile phone than the PC. Filipinos - 59% Chinese - 54% Taiwanese - 48% Thais and Hong Kong nationals - 45%

25 Siemens Survey (12/2003) Almost half of the wireless subscribers in Asia Pacific see their mobile phones as a technology extension of their personality. More than half people in Asia Pacific just cannot leave their homes without their mobile phones in hand.

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27 DigitalFilipino.com 2003 (draft) 86% mobile phone ownership by Metro Manila youth, 20 years old and below. Internet usage influence 34% recognizes the Internet gives one political power (50% are neutral) 52% believe they have more say on what the government does. (37% are neutral) 45% say they have better understanding of political issues. (40% are neutral) 20% think public officials should listen to them more. (54% neutral)

28 DigitalFilipino.com 2003 (draft) 86% mobile phone ownership by Metro Manila youth, 20 years old and below. Trust on institutions 75% - major companies (22% neutral) 59% - organized religion (37% neutral) 88% - educational institutions (14% neutral) 48% - government (24% neutral)

29 DigitalFilipino.com 2003 (draft) 86% mobile phone ownership by Metro Manila youth, 20 years old and below. Trust on media 66% - TV (28% neutral) 63% - newspaper (34% neutral) 84% - Internet (14% neutral) 75% - scientific community (21% neutral)

30 VAS and Opportunities

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41 Threats and Challenges

42 Entertainment When is enough? Educating the youth about the risks

43 SMS for political campaigns 'Cell phones and SMS are not mass media and should not be treated as such...' -- Smart Communications, Inc. public affairs head Ramon Isberto A handset is "a private space" and unsolicited messages would most likely elicit a negative response instead of working for the candidate.

44 Viruses The increasing pervasiveness of mobile computing now makes these gadgets more attractive and more prone to virus attacks.

45 Carrier monopoly Call for lower flat rates

46 Security Cellphones utilized for coordination of bank robberies, kidnapping, bombing, and intelligence gathering. LBS not picking up on consumers.

47 References o=computerworld&leveli=0 o=computerworld&leveli=0

48 Thank you Janette Toral